“We can’t even have a legitimate conversation with politicians and the powers-that-be because as soon as this becomes a blip on the radar, there’s fear-mongering and nonsense commercials out there about kids injecting beer in their eyes.”

—Indie Alehouse owner Jason Fisher in an interview with Canada.com, presumably referencing the controversial “Ontario Beer Facts”ad campaign launched by Canada’s National Brewers, the lobby group that represents Labatt, Molson-Coors and Sleeman (i.e. the three big brewers that collectively own The Beer Store). The campaign not-so-subtly highlights the supposed dangers of permitting booze sales outside currently sanctioned channels, which include the LCBO, The Beer Store and retail shops attached to existing breweries.